Why do top stars return to variety shows after long hiatuses?

Kim Nam-joo appears on tvN's "You Quiz on the Block." Captured from tvN

Actors often appear on variety shows ahead of the release of their movies and dramas, sometimes ending decades-long hiatuses from such TV entertainment programs. But what makes these variety shows favored programs for stars returning from long periods of absence?

In a refreshing turn of events, actors Kim Nam-joo, Choi Min-sik, and Park Min-young have made their returns to the variety show scene, captivating audiences with their appearances on popular programs such as tvN's "You Quiz on the Block" and "Amazing Saturday."

These appearances mark the end of lengthy hiatuses for each actor from the variety show circuit, with Kim and Choi stepping back into the limelight after 12 years, and Park after 16 years. Their returns have not only reignited interest in their careers, but also serve as strategic moves to promote their latest projects.

Kim recently made her return to variety shows for the first time 12 years through tvN's "You Quiz on the Block," coinciding with her comeback in the recent MBC drama "Wonderful World."

In the program, she humorously addressed her on-screen relationship with co-star Cha Eun-woo, "When I mention working with actor Cha Eun-woo, people ask, `Are you his mother? Surely not his lover, right?"

Choi, who recently graced the screen in the movie "Exhuma," also chose "You Quiz on the Block" for his return, where the film's trailer was revealed, and host Yoo Jae-suk mentioned Choi's role as a geomancer in his first occult movie in 35 years.

At the same time, Park, who stars in tvN's "Marry My Husband," showcased her wit on "Amazing Saturday," introducing herself as the actress playing Kang Ji-won in the drama and expressing her nervousness about being on a talk show for the first time in 16 years.

These appearances have fueled interest in the actors' current and upcoming projects, highlighting the significant role variety shows play in the promotional cycles of the entertainment industry.

A PR company official emphasized the fresh appeal these appearances bring, saying, "When actors return to variety shows after a long hiatus, it not only intrigues viewers but also directs viewers' attention toward their projects. 'You Quiz on the Block' has been particularly popular among actors for this reason."

The decision to appear on variety shows, a deliberate choice by the celebrities, reflects the evolving dynamics of program viewing. While younger audiences gravitate toward YouTube and social media for instant updates, older demographics remain engaged with traditional television programming. Variety shows serve as a unique platform that bridges these generational gaps.

"Younger generations learn about new releases almost instantly through social media. However, for those not as active online, variety shows become a primary source of information. This makes actors' appearances on these shows a crucial promotional tool," said another official at a PR company.

The actors' foray into variety shows not only serves as a promotional strategy but also allows them to showcase their personalities beyond their on-screen roles. This humanizing aspect is particularly valued in Korea's fan culture, where a close bond between celebrities and fans is cherished. Variety shows offer a platform for actors to connect with their audience on a personal level, sharing laughs and relatable moments that endear them further to viewers.

As the entertainment industry continues to evolve, the significance of variety show appearances as a promotional tool remains unwavering. Amid the shift toward digital platforms by viewers, the strategic utilization of traditional media channels like variety shows is an effective way to reach a broad audience.

The recent appearances of top actors on TV entertainment programs underscore the enduring appeal of variety shows and their role in the promotional ecosystem of Korea's entertainment industry.

This article from the Hankook Ilbo, a sister publication of The Korea Times, was assisted by a generative AI solution and edited by The Korea Times.